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When Lang Smith, CEO of Cloud Signalytics for the auto industry, he was filling a gap the rest of the industry didn’t take seriously. At that time, the industry followed the motto, “If we spend the money on ads, the sales will come in automatically over time.” In Smith’s case, he revolutionized old marketing rules. Instead of having customers receive endless offers from dealerships with nothing to do with their individual situations, he showed the auto industry how to use predictive analytics to offer customers only what they need, and when they need it. The outcome: Smith is helping companies such as car dealerships to reduce their marketing budgets by 50% or more, while increasing their abilities to meet customers’ wants.

Why would any company market to 50,000 people if only 5,000 of those people actually want their product or service? In the case of auto dealerships, this type of relevance is helping auto dealers generate 10 times the customer base for about a tenth of the cost in about a fourth of the time. Predictive analytics—and customized relevance to your customer—helps to ensure you are pouring your PR message into the conduits that are pre-disposed to receive. This is PR wisdom that will stand the test of all time.

Information about Cheryl Snapp Conner's Content University program to help businesses and executives tell their stories better is available here.